Global architecture of marketing information systems - Scientific Information

F. Dařena
Additional contact information
F. Dařena: Mendel University of Agriculture and Forestry, Brno, Czech Republic

Agricultural Economics, 2007, vol. 53, issue 9, 432-440

Abstract: The paper is focused on study of information systems that can be applied in the process of marketing planning. General terms from information systems theory are examined from marketing perspective, particular examples of marketing activities support are identified on the basis of literature review and global structure of the Marketing Information System (MkIS) is proposed. The main subsystems of MkIS - internal reporting system, marketing intelligence system, marketing research system, and decision support system are discussed in higher level of detail. The main attention is paid not only to supported marketing processes but also to technologies that can be used in individual parts of MkIS. The result is the architecture that integrates isolated marketing applications into one comprehensible framework. This architecture also creates a framework for following research in the field of marketing activities support.

Keywords: Marketing Information System; marketing research; marketing intelligence; decision support systems (search for similar items in EconPapers)
Date: 2007
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://agricecon.agriculturejournals.cz/doi/10.17221/625-AGRICECON.html (text/html)
http://agricecon.agriculturejournals.cz/doi/10.17221/625-AGRICECON.pdf (application/pdf)
free of charge

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:caa:jnlage:v:53:y:2007:i:9:id:625-agricecon

DOI: 10.17221/625-AGRICECON

Access Statistics for this article

Agricultural Economics is currently edited by Ing. Zdeňka Náglová, Ph.D.

More articles in Agricultural Economics from Czech Academy of Agricultural Sciences
Bibliographic data for series maintained by Ivo Andrle ().